Celebrated Pan-India actor and youth icon Rashmika Mandanna announces the launch of her fragrance brand, Dear Diary, a heartfelt olfactory journey where every scent tells a personal story. Rooted in memory and emotion, Dear Diary is more than a collection of perfumes – it is an intimate expression of identity, inspired by Rashmika’s own life experiences and deeply personal reflections.
Born from her widely loved digital series of the same name, ‘Dear Diary’ is Rashmika’s way of transforming private moments into shared ones, through the evocative language of fragrance. For Rashmika, scents have always been a powerful reminder of what truly matters: the comforting smell of her mother’s body lotion, the earthy air of the coffee estates in Coorg, the perfume she wore during life’s biggest turning points. ‘Dear Diary’ captures these quiet, emotional markers, bottled into fragrances that connect, comfort, and wordlessly express.
“For me, fragrance is memory. I don’t remember most things, or maybe it's just selective memory, but perfumes bring back special moments that might otherwise be forgotten. It’s how I hold on to the people, places, and experiences that shaped who I am. With Dear Diary, I wanted to give everyone a way to carry their stories with them—to connect, to feel comforted, to feel a warm hug, and to express who they are, unapologetically," says Rashmika Mandanna, Founder, Dear Diary.
Dear Diary’s core values have been activated through a strategic partnership with The PCA Companies, a global distribution and brand acceleration firm known for transforming beauty brands into international success stories. Their comprehensive end-to-end solutions, spanning from product development to global distribution and digital marketing, have been instrumental in bringing Dear Diary's vision to life.
PCA's expertise in the fragrance industry and their understanding of both local and international markets made them the perfect partner.
“When we first connected with Rashmika about Dear Diary, we immediately recognized the authenticity of her vision. Her love for fragrance, her love for India, the gratitude for her community, her unapologetic confidence, and her kindness before all life principles. The brand scents and story essentially wrote themselves,” added Crystal Wood, CMO, The PCA Companies.
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Through meticulous ingredient sourcing, multiple rounds of testing, and iterative product trials, crafted with sincerity and intention, Dear Diary celebrates Indian ingredients such as pink lotus, jasmine, sugarcane, lychee, and passionfruit, grounding the brand in heritage while offering a modern, global sensibility. Each scent in the debut collection is inspired by a real chapter of Rashmika’s journey:
- National Crush is a tribute to the affectionate title given to Rashmika by fans after her first few films. This joyful, celebratory fragrance reflects her gratitude and deep connection with her community.
- Irreplaceable draws from the moment she decided on her first tattoo, a reminder that no one can take your place, and that true power lies in being your authentic self.
- Controversial speaks to resilience, staying grounded and kind in the face of scrutiny, and refusing to be defined by others.
At the heart of ‘Dear Diary’ is Rashmika’s guiding principle: kindness before all. It threads through every decision, every note, every bottle, a gentle reminder to lead with empathy, whether you're navigating heartbreak, celebrating a win, or still figuring it all out.
A hands-on founder, Rashmika has been deeply involved in every step, from fragrance formulation to creative direction, ensuring ‘Dear Diary’ stays rooted in truth and emotion. Her ability to connect with fans on a personal level has helped shape a brand that is honest and empowering.
In a market crowded with trends and aesthetics, ‘Dear Diary’ aims to offer something quietly powerful: a return to meaning.
